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Ontario Ministry of Environment begins climate change campaign

The Ontario Ministry of Environment and Climate Change has begun an advertising campaign intended to raise awareness of the issue of climate change. The campaign, developed by Grey Canada, depicts a group of children attempting to come up with solutions to the problem. The campaign includes cinema, television and out-of-home advertising, as well as social media activities and online content. Media planning and placement was handled by PHD Canada.

The creative was adapted from a one-day event at the Ontario Science Centre in Toronto, where several hundred Ontario students between the ages of six and 11 met with environmentalist David Suzuki to discuss the issue. The campaign uses the tagline, "Let’s not leave it for our kids to figure out."

"Putting the solution and storytelling in the hands of the children was an exciting challenge," said Patrick Scissons, chief creative officer at Grey Canada. "Creating such a diverse amount of campaign content in less than eight hours was a total team effort across the board."